Following beauty brands on social media is how every insider gets freebies, news of upcoming launches, and the insane pleasure of looking at a beautifully packaged lipstick tube on her timeline. Engagement Labs, a data technology company, collected the stats of every leading skincare, hair and makeup business and released a new report on Wednesday that ranks the most popular beauty brands on Instagram, Facebook, and Twitter.
The Canadian company is the creator of eValue Analytics, a program that awards a brand an "eValue score" on the scale from one to 100 based on it's effectiveness (aka engagement with its followers) on social media. A few weeks back they did a ranking of the most popular women's magazines online (with Cosmopolitan taking the lead in almost every category), and now they have transitioned to harnessing what is arguably another important contender in women's consumption of social media: the beauty industry.
According to a press release, the women's makeup category garnered the highest eValue scores of them all, with Anastasia Beverly Hills taking the lead with a 96.44 out of a 100. Anastasia got the number one spot for Instagram, and 3rd and 6th for Twitter and Facebook respectively. The brand is a favorite among beauty vloggers and makeup artists alike, so I can definitely see girls everywhere rejoicing over their infamous #browporn on Instagram.
Bryan Segal, the CEO of Engagement Labs, stressed how crucial of a role social media plays in beauty brand's marketing today.
"Social media has reinvented the meaning of DIY in beauty," he said in the release. "Today, major social media influencers as well as everyday consumers are using channels like Instagram to showcase their makeup artistry, and endorse the brands that make them feel glamorous. Smart brands are initiating these activities and, at the very least, repurposing them on their own branded channels to influence purchasing decisions."
So that's why all these fashion bloggers are filling their feeds with new Sephora goodies ("hauls," if you will).
Given that the data was composed of global beauty companies, there are some interesting contenders on their list. For skincare, a Swiss brand called Arbonne took the number one spot for Facebook, and apparently had the best eValue score overall, according to Engagement Labs.
In terms of where beauty brands can improve on their social media presence, Segal insisted that responsiveness towards followers was key.
"Responding to fans and followers allows these brands to truly connect with their audiences by creating a two-way dialogue. These opportunities can drive further brand affinity and greater revenue generating opportunities," he asserted.
Whether it's responding to a tagged Instagram post where a consumer shows off their new products, or simply answering a customer service complaint via Twitter, it makes sense that this would be an integral part of gaining brand loyalty.
Here are the top five winners from every category (listed in order from one to five).
- Facebook: Aveda, OGX Beauty, John Frieda US, Kerastase, and Aveeno
- Twitter: OGX Beauty, Aveda, Neutrogena, L'Oreal, and Dove
- Instagram: Neutrogena, L'Oreal, Pantene, Dove, and Aveda
- Facebook: Arbonne, Kiehl's, Burt's Bees, Estee Lauder, and Jergens
- Twitter: Aveda, Neutrogena, L'Oreal, Dove, and Clinique
- Instagram: Estee Lauder, Neutrogena, L'Oreal, Clinique, and Clean & Clear
- Facebook: MARYKAY, Benefit Cosmetics, Arbonne, Urban Decay, and Sephora
- Twitter: Benefit Cosmetics, Kat Von D Beauty, Anastasia Beverly Hills, MAC, and Sephora
- Instagram: Anastasia Beverly Hills, Benefit Cosmetics US, Tarte, Kat Von D Beauty, and NYX Cosmetics
To see the full lists, here is the complete press release. My social feeds are about to get a whole lot prettier.
Image: Arbonne/Instagram (1)